Michelob ULTRA: “Raise One Up” 2026
Brand
Date
Oct 2026
Description
Michelob ULTRA presents the "Raise One Up" campaign, an energetic commercial production centered on the intensity of professional basketball. The film features fast-paced editing and dramatic close-ups of players navigating the court and celebrating victories within a packed arena. Developed in collaboration with W+K New York, the project relies on live-action technique and slow motion to underscore the action. Creative direction was led by Nik Reed and Will Binder, with direction provided by Fred Ross and production handled by PSYOP.
Style
Horizontal, Action, Cinematic
Techniques
Slow motion
Industries
Color
Navy
Pure White
Background
Sports Venue
Context
TVC / TV Commercial
Associated creatives
Brendan WhitworthChief Executive Officer
Kyle NorringtonChief Commercial Officer
Ricardo MarquesVice President
Hugh CullmanVice President
Daniel FociBrand Director
Laura BallantyneCommunications Director
Guillermo SosaMedia Director
Teresa KeeneyBrand Director
W+K NEW YORKAdvertising Agency
Nik ReedCreative Director
Will BinderCreative Director
Kedi HickmanCopywriter
Joe WintCopywriter
Mia KasperArt Director
Nick SetounskiHead of Production
Lauren O'DriscollExecutive Producer
Sami SchollProducer
Leigh Ann DykesCreative
Newman GrangerStrategy Director
Zack GreenStrategy Director
Casey JenningsHead of Accounts
Stephanie O’DonnellGroup Account Director
Emily ScheinAccount Director
Connor LaydenManager
Thomaz FalzoniAccount Director
Leiah KimAccount Manager
Joanna GroomProject Director
Karen RocheBusiness Affairs Manager
Nancy Espinal
Sonia BisonoTraffic
Jacqueline CraneTraffic
PSYOPProduction
Fred RossDirector
Rachael ByrneExecutive Producer
Ksenia StreletsProducer
Loren ChristiansenEditor
Nik KelliherEditor
Frankie PrincipeMotion Graphics
Lena Huang2D Animation
Chad StracenskyArtist
Take Your MedicineMusic / Sound
Michele BalduzziComposer
Michele BalduzziSound Designer
Michele BalduzziSound Mix
Simon WhiteburyExecutive Producer
HUNKY DORYRepresentation / Agent
Gisela LimbergChief Executive Officer
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